Please see corresponding blog http://blog.eComm.ec

2. Your Reality is Augmented @BenjaminJoffe, CEO | +8* Plus Eight Star Ltd. eComm | San Francisco, April 2010

3. The Plan Introduction What is Reality? Our Augmented Reality Augmented Reality and Social Media What We Can Do

4. Introduction

5. Benjamin Joffe 4 years 1 year 5 years

6. What I do Now Plus Eight Star Digital Strategy & “Innovation Arbitrage” Best practices from Asia’s Internet and mobile scenes Cmune 3D social games Paradise Paintball, first “social shooter”on Facebook, MySpace, Apple.com Mobile Monday Beijing Monthly forum for mobile professionals

8. Japan | AR Goes Mobile

9. South Korea | “Screen Golf” Mainstream! 5,000 “Golf Cafes” US$ 500 million market 82,000 daily visits (vs. 65,000 for “real” golf) US$ 20 / 18 holes (10 times cheaper)

10. South Korea | VR Golf Going Global? “I almost feel like I'm actually playing on the fairway” “Screen golf has created a unique market in our country, where people prefer rooms for chatting and socializing” “In view of growing demand for simulators abroad, I believe screen golf will become a global trend”

11. Hallmark does AR

12. AR = Technologically Boring...?

13. …Or Becoming Socially Interesting? “When a technology becomes boring, that's when the social effects become interesting.” Clay Shirky, Professor, NYU Author, Here Comes Everybody

14. What is Reality?

15. Different Realities

16. Japan & South Korea | Augmented Realities

17. China | Altered Reality

18. North Korea | Diminished Reality Pyongyang Subway © Benjamin Joffe

19. What is Reality “Reality is that which, when you stop believing in it, doesn't go away” Philip K. Dick

22. What Things Arevs. What appears to be (perception) What we want things to be (intention & interpretation) What we are made to think (illusion & manipulation)

23. Our Reality is Augmented

25. Avatar Blues Some viewers… “Experienced depression and suicidal thoughts after seeing the film because they long to enjoy the beauty of Pandora.” James Cameron’s advice: "Take a walk in the woods. Reacquaint with the nature we have right here." Source: CNN, January 11, 2010

26. Avatar Blues Some viewers… “Experienced depression and suicidal thoughts after seeing the film because they long to enjoy the beauty of Pandora.” James Cameron’s advice: "Take a walk in the woods. Reacquaint with the nature we have right here." Source: CNN, January 11, 2010

27. Can we trust our senses?

28. Dove “Evolution” Ad

30. TED’s Augmented Reality Jason Wishnow TED Movie Director His reality 5 Cameras Slideshow Sound

31. TED Performances are Superhuman!(and new speakers are scared)

32. QUIZ: Who’s behind?

34. Pitch Perfect!

35. Who said? Death of Auto-Tune by Jay-Z DOA Jay-Z (June 2009) (8th Grammy + Best Rap Solo Performance) “This is anti-autotune, death of the ringtone This ain’t for iTunes,this ain’t for sing-along”

37. Chemistry Test

38. Monosodium Glutamate Food Additive & Flavor Enhancer (MSG, E621) 1907 Isolated 1909 Patented by Ajinomoto (Japan) 1947 Introduced in the US Today Once associated with Chinese food, MSG is now used by most fast food chains and in many foodstuffs, particularly processed food.

39. MSG-Rich BBQ sauce Salad dressing Canned, frozen, dried prepared food Snack foods(jerky, potato chips…) Seasoning mixtures

40. MSG By Any Other Name… Hydrolyzed vegetable protein Hydrolyzed plant protein Autolyzed plant protein Calcium caseinate Textured protein (any) Yeast extract Autolyzed yeast Sodium caseinate Vegetable protein extract Glutamic acid Etc. All contain MSG

41. QUIZ Is Soylent Green soy-based?

44. "Fragrance is a message carrier.“ MikelCirkusCreative Director Body & Home Care PerfumeryFirmenich (a fragrance maker)

45. Freshly Baked Bread!(in a bottle) “Conjures up pleasant childhood memories.” Many home sellers use this tactic to make their house more appealing to prospective buyers.

46. Artificial > Natural ?! “The more artificial scents – rather than the natural scents – are coded into people's minds,” “What's more, these newer codes all have brands names attached to them” Mikel Circus Firmenich (2003)

47. Faking Touch? Introducing: the Haptic Pen (2004)

48. What Does It Do? Simulates Buttons on a Surface No Click Light Click Basic Click Hard Click Buzz Force Buzz Two-Click Buzz-Click

49. Responses to the Haptic Pen “High degree of believability in the tactile simulations.” “Participants reported experiencing longitudinal movement of the pen, typically confirmed by surprise when the actual mechanism was described.”

50. Uncomfortable Conclusions Our senses have inherentflaws Dis-con.nect between perception and reality Our “default interpretation” cannot be trusted To judge, we need to think.

51. Our Augmented Reality & Social Media

52. What About Social Media? Social Media Engineering Manufacturing of Public Opinion What can we do?

53. “Torches of Freedom” “These torches of freedom will go on breaking down all discriminations.” Bertha Hunt March 31, 1929

54. Opinion Engineering Bertha Hunt was Edward Bernay’s secretary, a PR pioneer hired by American Tobacco “Age-old customs,I learned, could be broken down by a dramatic appeal, disseminated by the network of media” Edward Bernays

55. Opinion Engineering Bertha Hunt was Edward Bernay’s secretary, a PR pioneer hired by American Tobacco “Age-old customs can be broken down by a dramatic appeal, disseminated by the network of media” Edward Bernays

56. Global Voices

57. This “Twitter friend” for 2 years…

58. …was a Robot!

59. How? 1. Picture & name2. Timely responses3. Connector words 4. Language twists5. Random words in structured phrases6. Intentional spelling mistakes

60. “dramatic appeal, disseminatedby the network of media”

61. Public Opinion? Iran’s “Twitter Revolution” #IranElection Research by Al Jazeera’s New Media Division Only 60 influential accounts on the ground … down to 6 accounts after clamp down! Over 160,000 people already joined! You can too.

62. No word of Al Jazeera’s analysis No word of the “Colored Revolutions” in Eastern Europe who used the same methodology

63. Avatar Blues? Story ripped by CNN from a blog, based on the comments of just 10 people…

64. What Can We Do?

65. Replicant Check-List AI or Human? Check your sources Check your senses Check your emotions

66. Being Human Avoid default settings “Reacquaint ourselves with the nature we have right here” – James Cameron “I see you”

67. Thanks! www.slideshare.net/plus8star “And to the human race...Don't forget your humanity” – AlbertEinstein